Daft Punk: Everywhere and Nowhere

5/9/2013 12:48PM

Daft Punk’s stealth marketing campaign has the music world buzzing in anticipation. Megan Buerger joins Lunch Break with an inside look at the album launch that is everywhere and nowhere at the same time. Photo: David Black.

This transcript has been automatically generated and may not be 100% accurate.

... I ... sch ... he won a hear the official song of summer for formal I didn't have to get lucky I mean it very lucky here with the story of the stealth marketing campaign for dance music pioneers that finds ... you well and is making her the writes about music to The Wall Street Journal think semester being with us ... so this check she does get the Stooges awesome to get lucky I'm that that that off the bike to my spot by listing the millions of times and you too ... I mean is it because the creators of blanketing airwaves right in a different election they went the opposite direction which is very characteristic of and they've done this for years ... aam but the recently said that the new partnership with Columbia Records and the chairman fact that they showed up ... with a book ... I've called rock'n'roll billboards sunset Strip and they said this is what we want ... they won and that sort of mainstream iconic I you know ... it uses surround problems years ago conflate did this he now on the Torrens ... and so they started ... to get back to the old school and did physical campaigns Hino billboards Asset Alkmaar songs and the buttons generated itself really ... brilliant which is full of counterintuitive today bright many kids do you think about artists out there on social media ... to start trying to get in everybody's face right it is much is they can but ... I'm and other musicians in the past that he'd done this successfully that they can impart a page from yes you know the concept isn't new aam I think ... people are used to these Twitter can say that happened today but there are bands there done that successfully I wouldn't say ... I've success Korean staff punk IPA Cherry did this to bounce houses ... even when Prince was notoriously press shy as well so I think is a good example ... that daft punk ... are sort of in the rare position where they're such superstars as to call following the day they understand it ... that that buys would spread them out or what they did and they kind of tease people little by little into the workings and internal Essen and music critics write a mean very confusing to send them electronically filed our thirteen us with the song I'll be doing and the demand to hear this album was so high it was the highest in electronic album especially in the past I was in five years and so many ALM again it at random access memory is an incitement person you know ... that publishes Katherine Reacher Shiyou was really intent on ... on making sure that people listen to this like an albino which is that isn't something that's done with a lot of electronic track Friday ... so she set of steps under lock and key ... and insisted that any journalist wanted to listen to it sit down with her and her sand and listen to the album ... beginnings and cover to cover to say and when she flew into their homes or their offices to make sure that help them ... all right thanks Megan has to be met with the song has been in my head all day